ralph paglia ilm implementation for general motors dealers

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2 GM SFE FACILITATORS

During the past 19 months, Courtesy Chevrolet in Phoenix, AZ has emerged as the leading Internet retailer of new and certified used Chevrolet vehicles in America. Courtesy was recently ranked first in total revenue from amongst all Chevrolet dealerships by Wards Dealer Business, Courtesy uses Interactive Marketing that is integrated with conventional Media campaigns. Using a combination of Business Development Centers (BDC) and dedicated Internet Sales Teams in conjunction with a fully integrated Interactive Marketing Strategy, Courtesy Chevrolet now dominates the online car buying experience targeted at anyone shopping for a new or used Chevy in Phoenix.

Internet Sales & Marketing for GM Dealers

Ralph Paglia - CRM / eBusiness DirectorRalph Paglia - CRM / eBusiness Director

3 GM SFE FACILITATORS

Dealership Transactional CRM Dealership Transactional CRM ProcessesProcesses

Variable % of Data Pushed/Pulled Automatically and/or Manually

Every Dealership has 8 general areas for generating sales opportunities

4 GM SFE FACILITATORS

Internet Strategy Current National Close Rate 9%Realistic Planning Potential is 18%

Pains 50% of a dealer’s Phone, Lead and Showroom traffic originates from the net… What is your dealer’s current marketing strategy? Lead providers? What is submission ratio from dealer’s site? Who updates it? Dedicated people? Process? Pricing strategy? Does dealer monitor and measure visitors, leads, response rate, appt%, show%, close%, profit, CSI, etc… eBusiness training?

Strategic Goal

Drive TRAFFICTRAFFIC to an INTERACTIVEINTERACTIVE web site that generates leads that flow into dealer’s PROCESSPROCESS engine which converts them into SALESSALES.Convert Internet leads into showroom visitors that buy cars

Tactical Objective

s

Use a predefined and consistently executed inquiry response process, customized email templates and phone scripts that result in appointments that generate increased customer visits to the dealership

Process 1. Autoreply acknowledges inquiry and sets customer expectations

2. Email with price quotes on several vehicles and sets stage for phone contact is sent within 30 minutes of lead arrival (business hours)

3. Call customer on phone within 45 minutes4. Schedule showroom visit & test drive appointment5. Confirm Appointment via email AND 3rd party phone call

Technology

Internet leads from ALL sources routed into Lead Management Tool that integrates with DMS, reducing keystroke entry of customer informationWireless devices for ISS’s that integrate with Lead Management

Tool

Metrics Lead volume by ISS with response time, appointment & closing ratios

5 GM SFE FACILITATORS

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

100,000

Courtesy Chevrolet Monthly Web Traffic; Nov. 2005 through Jan. 2007

BZ Results site Cobalt GM PowerShift Site Reynolds Spanish Site SEO/SEM Driven Micro-Sites AZ Central-Chevy Site ClickMotive SEM Sites Other Sites

Courtesy Chevrolet’s Internet Lead Management Process has Allowed the Courtesy Chevrolet’s Internet Lead Management Process has Allowed the Dealership to Become More Aggressive with Lower Cost Online MarketingDealership to Become More Aggressive with Lower Cost Online Marketing

Online Advertising is more effective but relies on LMP for results

6 GM SFE FACILITATORS

Courtesy Chevrolet 2006 Lead Volume by Broad Category Source Type

Third Party Sourced Leads26,09543%

GM Provided Leads1,9973%

SEM/SEO Generated Leads14,79224%

CRM & Non-Web Generated Leads

18,73830%

SEM/SEO Generated Leads Third Party Sourced Leads GM Provided Leads CRM & Non-Web Generated Leads

61,642 Leads Generated & Tracked within CRM System61,642 Leads Generated & Tracked within CRM System

Lead Mix by Source Category is determined by Marketing Strategy

7 GM SFE FACILITATORS

Unit Sales Volume by Lead Source Category

GM Provided Leads2496%

CRM & Non-Web Generated Leads

1,69542%

Third Party Sourced Leads98925%

SEM/SEO Generated Leads1,07527%

SEM/SEO Generated Leads Third Party Sourced Leads GM Provided Leads CRM & Non-Web Generated Leads

4,008 eBusiness Department Sales of New & Used 4,008 eBusiness Department Sales of New & Used Vehicles in 2006 Segmented by Marketing CategoryVehicles in 2006 Segmented by Marketing Category

Internet Sales will vary by the Dealership’s Lead mix by Category

8 GM SFE FACILITATORS

Sales/Lead Closing Ratios ranged from 5.15% to 16.64% Sales/Lead Closing Ratios ranged from 5.15% to 16.64% when segmented into categories based on Marketing Typewhen segmented into categories based on Marketing Type

11.76%

5.15%

16.64%

9.93%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

SEM/SEO Generated Leads Third Party Sourced Leads GM Provided Leads CRM & Non-Web Generated Leads

SEM/SEO Generated Leads 14,792 591 8,252 5,652 38% 1,075 11.76%Third Party Sourced Leads 26,095 1,339 17,838 6,909 26% 989 5.15%

GM Provided Leads 1,997 55 1,316 501 25% 249 16.64%CRM & Non-Web Generated Leads 18,738 1,997 15,065 1,665 9% 1,695 9.93%

Totals 61,642 3983 42471 14746 24% 4008 8.55%Monthly Averages for 2006 5,137 332 3,539 1,229 24% 334 8.55%

Lead SourceTotal Leads

Working Completed Sold LeadsInvalid Leads

Closing Ratios vary by Lead Source and the Dealership’s mix by Category

9 GM SFE FACILITATORS

Volume Weighted Customer Satisfaction LeadershipVolume Weighted Customer Satisfaction Leadership

10 GM SFE FACILITATORS

Inbound Internet Lead ManagementInbound Internet Lead Management

Dealer Lead Dealer Lead Management Management Process MapProcess Map

Dealer Lead Dealer Lead Management Management Process MapProcess Map

11 GM SFE FACILITATORS

Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness

DirectorDirector

Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness

DirectorDirectorJoel MattesonJoel MattesonBDC ManagerBDC Manager

New & Used Dept.’sNew & Used Dept.’s

Joel MattesonJoel MattesonBDC ManagerBDC Manager

New & Used Dept.’sNew & Used Dept.’s

George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager

New Vehicle DepartmentNew Vehicle Department

George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager

New Vehicle DepartmentNew Vehicle Department

Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales

Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales

Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager

Used Vehicle SalesUsed Vehicle Sales

Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager

Used Vehicle SalesUsed Vehicle Sales

Toni Hunter & Jackie BombardoToni Hunter & Jackie BombardoCRM AdministratorsCRM Administrators

Toni Hunter & Jackie BombardoToni Hunter & Jackie BombardoCRM AdministratorsCRM Administrators

Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager

Courtesy On BellCourtesy On Bell

Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager

Courtesy On BellCourtesy On Bell

CSRCSR11

CSRCSR11

CSRCSR22

CSRCSR22

CSRCSR33

CSRCSR33

CSRCSR44

CSRCSR44

CSRCSR55

CSRCSR55

CSRCSR66

CSRCSR66

CSRCSR77

CSRCSR77

CSRCSR88

CSRCSR88

CSRCSR9…9…

CSRCSR9…9…

CSRCSR1212

CSRCSR1212

ISS1

ISS1

ISS2

ISS2

ISS3

ISS3

ISS4

ISS4

ISS5

ISS5

ISS6

ISS6

ISS7

ISS7

ISS8

ISS8

ISS9

ISS9

ISS10

ISS10

ISS13

ISS13

ISS14

ISS14

ISS15

ISS15

ISS16

ISS16

ISS17

ISS17

ISS18

ISS18

ISS19

ISS19

ISS20

ISS20

ISS21

ISS21

CSRCSR1313

CSRCSR1313

CSRCSR1414

CSRCSR1414

CSRCSR1515

CSRCSR1515

CSRCSR1616

CSRCSR1616

CSRCSR1717

CSRCSR1717

CSRCSR1818

CSRCSR1818

Certified SalesCertified SalesConsultants Consultants

AssignedAssignedto Handle to Handle

Internet LeadsInternet Leads

Mike GordonIT Director

Mike GordonIT Director

Eric Steffes, Kevin Youtsy, Eric Steffes, Kevin Youtsy, Omara SpriggsOmara Spriggs

eFinance Sales TeameFinance Sales Team

Eric Steffes, Kevin Youtsy, Eric Steffes, Kevin Youtsy, Omara SpriggsOmara Spriggs

eFinance Sales TeameFinance Sales Team

ISS22

ISS22

CSRCSR1919

CSRCSR1919

CSRCSR2020

CSRCSR2020

125 sales

125 sales

125 sales

75 sales

60 sales

25 sales

Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader

USED Vehicle SalesUSED Vehicle Sales

Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader

USED Vehicle SalesUSED Vehicle Sales

CSRCSR21…21…CSRCSR21…21…

CSRCSR2424

CSRCSR2424

ISS12

ISS12

ISS11

ISS11

ISS23

ISS23

ISS24

ISS24

Courtesy Chevrolet CRM/eBusiness Teams - February, 2007Courtesy Chevrolet CRM/eBusiness Teams - February, 2007

12 GM SFE FACILITATORS

Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness

DirectorDirector

Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness

DirectorDirectorJoel MattesonJoel MattesonBDC ManagerBDC Manager

New & Used Dept.’sNew & Used Dept.’s

Joel MattesonJoel MattesonBDC ManagerBDC Manager

New & Used Dept.’sNew & Used Dept.’s

George SalmanGeorge SalmanISM #1ISM #1

New ChevroletNew Chevrolet

George SalmanGeorge SalmanISM #1ISM #1

New ChevroletNew Chevrolet

Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales

Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales

Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager

Used Vehicle SalesUsed Vehicle Sales

Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager

Used Vehicle SalesUsed Vehicle Sales

Toni Hunter & Jackie BombardoToni Hunter & Jackie BombardoCRM AdministratorsCRM Administrators

Toni Hunter & Jackie BombardoToni Hunter & Jackie BombardoCRM AdministratorsCRM Administrators

Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager

Courtesy On BellCourtesy On Bell

Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager

Courtesy On BellCourtesy On Bell

CSRCSR11

CSRCSR11

CSRCSR22

CSRCSR22

CSRCSR33

CSRCSR33

CSRCSR44

CSRCSR44

CSRCSR55

CSRCSR55

CSRCSR66

CSRCSR66

CSRCSR77

CSRCSR77

CSRCSR88

CSRCSR88

CSRCSR9…9…

CSRCSR9…9…

CSRCSR1212

CSRCSR1212

ISS1

ISS1

ISS2

ISS2

ISS3

ISS3

ISS4

ISS4

ISS5

ISS5

ISS6

ISS6

ISS7

ISS7

ISS8

ISS8

ISSISS99

ISSISS99

ISSISS1010

ISSISS1010

ISSISS1313

ISSISS1313

ISSISS1414

ISSISS1414

ISS15

ISS15

ISS16

ISS16

ISS17

ISS17

ISS18

ISS18

ISS19

ISS19

ISS20

ISS20

ISS21

ISS21

CSRCSR1313

CSRCSR1313

CSRCSR1414

CSRCSR1414

CSRCSR1515

CSRCSR1515

CSRCSR1616

CSRCSR1616

CSRCSR1717

CSRCSR1717

CSRCSR1818

CSRCSR1818

Certified SalesCertified SalesConsultants Consultants

AssignedAssignedto Handle to Handle

Internet LeadsInternet Leads

Mike GordonIT Director

Mike GordonIT Director

Eric Steffes, Kevin Youtsy, Omara SpriggsEric Steffes, Kevin Youtsy, Omara Spriggs

eFinance Sales TeameFinance Sales TeamEric Steffes, Kevin Youtsy, Omara SpriggsEric Steffes, Kevin Youtsy, Omara Spriggs

eFinance Sales TeameFinance Sales Team

ISS22

ISS22

CSRCSR1919

CSRCSR1919

CSRCSR2020

CSRCSR2020

120 sales

70 sales

120 sales

80 sales

60 sales

25 sales

Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader

USED Vehicle SalesUSED Vehicle Sales

Steven ClemensSteven ClemensBDC Team Leader BDC Team Leader

USED Vehicle SalesUSED Vehicle Sales

CSRCSR21…21…CSRCSR21…21…

CSRCSR2424

CSRCSR2424

ISSISS1212

ISSISS1212

ISSISS1111

ISSISS1111

ISS23

ISS23

ISS24

ISS24

Mike FunkMike FunkISM #2ISM #2

New ChevroletNew Chevrolet

Mike FunkMike FunkISM #2ISM #2

New ChevroletNew Chevrolet

ISSISS1515

ISSISS1515

ISSISS1616

ISSISS1616

70 sales

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Courtesy Chevrolet CRM/eBusiness Teams – Courtesy Chevrolet CRM/eBusiness Teams – Current ExpansionCurrent Expansion, , March 2007March 2007

13 GM SFE FACILITATORS

Document Roles & Responsibilities for All Internet Sales Positions

* July 2006 Interactive Marketing Budget

14 GM SFE FACILITATORS

Document Pay Plans & Bonus Structures

* July 2006 Interactive Marketing Budget

15 GM SFE FACILITATORS

Dealer close rates vary from one dealer to the next… Some as low as 2%, while others are as high as 23%

What Dealer actions generate more sales, more often?

Response Time & Response Time & ContentContent

How much impact does “What” an Internet Sales Specialist does have on whether or not the lead is sold?

How much are results effected by “When” you do it?

Two critical sales closing factors:

1. Timing Effects Sales Results

2. ISS Lead Response Attributes

How much impact does “What” an Internet Sales Specialist does have on whether or not the lead is sold?

How much are results effected by “When” you do it?

Two critical sales closing factors:

1. Timing Effects Sales Results

2. ISS Lead Response Attributes

A: Increasing Closing Ratios is not A: Increasing Closing Ratios is not “Just About”“Just About” Response Times… Response Times…

A: Increasing Closing Ratios is not A: Increasing Closing Ratios is not “Just About”“Just About” Response Times… Response Times…

Q: Why the variations?Q: Why the variations?Q: Why the variations?Q: Why the variations?

18 GM SFE FACILITATORS

Top 4 Ways to

Close More

Sales to Leads

Received

Dealer Response Attributes Experienced by Customers within 24 hours of Submitting an Inquiry

Purchase Purchase Respondents*Respondents*

who who DID DID NOTNOT

experience experience the the

attributeattribute

% of % of Purchase* Purchase* among the among the Leads who Leads who

DID DID ExperiencExperienc

ee the the attributeattribute

Statistical Statistical CorrelatioCorrelation Factor n Factor

of of Response Response attribute attribute

with with Vehicle Vehicle

PurchasePurchase

#1#1Make Direct Phone Contact with Make Direct Phone Contact with Customer Customer (after sending Email (after sending Email w/availability & prices)w/availability & prices)

17%17% 27%27% 1111

#2#2 Send Price Quotes by Email to Send Price Quotes by Email to CustomerCustomer 20%20% 27%27% 99

#3#3Contact Customer more than once Contact Customer more than once by Email by Email andand Telephone Telephone (within First (within First 24 Hours)24 Hours)

21%21% 25%25% 55

#4#4Make sure Customers are either Make sure Customers are either CompletelyCompletely or or Very SatisfiedVery Satisfied with the with the Lead ResponseLead Response

21%21% 24%24% 33

*Survey Participants who Purchased a Vehicle were identified via RDR data cross reference and matching with Internet Lead Data

Recent Marketing research (Q3, 2006) confirms the Lead Management Recent Marketing research (Q3, 2006) confirms the Lead Management Practices collected during “Best In Class” Dealer Benchmark studies.Practices collected during “Best In Class” Dealer Benchmark studies.How to sell more vehicles to customers that submit Internet leads… How to sell more vehicles to customers that submit Internet leads…

Without relying on opinions or seat of the pants management!Without relying on opinions or seat of the pants management!

Recent Marketing research (Q3, 2006) confirms the Lead Management Recent Marketing research (Q3, 2006) confirms the Lead Management Practices collected during “Best In Class” Dealer Benchmark studies.Practices collected during “Best In Class” Dealer Benchmark studies.How to sell more vehicles to customers that submit Internet leads… How to sell more vehicles to customers that submit Internet leads…

Without relying on opinions or seat of the pants management!Without relying on opinions or seat of the pants management!

19 GM SFE FACILITATORS

5 Lead Management Activities that Drive Lead-to-Sales conversion at 5 Lead Management Activities that Drive Lead-to-Sales conversion at 400%400% higher rate*higher rate*

1. Consumer received price quote(s) by email within first 24 hours

2. Direct customer phone contact made by Salesperson within first 24 hours

3. Salesperson confirmed availability of multiple vehicles within first 24 hours

4. Salesperson showed genuine interest 5. Customer contacted more than once

within first 24 hours

*Source: Morpace 24 hour survey and RDR sales Data

(2006 study reconfirms close ratio impact factors)

There is No Mystery to What it takes to convert Leads to SalesThere is No Mystery to What it takes to convert Leads to Sales

20 GM SFE FACILITATORS

Customer goes online and submits Lead

Internet Sales Specialist (ISS) reviews lead, selects 4

vehicles for Price Quotes

BDC Staff makes initial phone call, collects customer info, sets up an appointment for the ISS

If no appointment, ISSContacts customer and seeks

appointment and/or agreement

What happens at Courtesy Chevrolet when a new lead arrives?What happens at Courtesy Chevrolet when a new lead arrives?

21 GM SFE FACILITATORS

Successful Email Templates

Quoting Prices on Multiple Vehicles – Exceed

Expectations

Offering Next Steps, Setting Expectations -

Demystify

Confirming Vehicles in Inventory for Test Drive

and Delivery

Multiple Points of Contact and Links to Value-Added

Content

Dealer Differentiation - Why buy here…

Homogenous Commodity

Providing Reasons/Logic to Act Quickly… Create

urgency

Lead Process Maps Lead Process Maps should be indexed should be indexed (#) to email (#) to email templates, phone templates, phone scripts and word scripts and word tracks so that tracks so that dealership dealership employees have a employees have a “paint by numbers” “paint by numbers” guide to what is guide to what is expected when a expected when a lead is received. This lead is received. This initial section of a initial section of a lead management lead management process map focuses process map focuses on the first 12 hours on the first 12 hours after a new lead is after a new lead is received.received.

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Lead Process Maps Lead Process Maps should contain brief should contain brief explanations for the explanations for the logic and execution logic and execution tips for employees tips for employees to review before to review before actually using the actually using the email templates, email templates, phone scripts and phone scripts and word tracks.word tracks.Actual template Actual template illustrations make it illustrations make it easy for dealership easy for dealership employees to employees to recognize the right recognize the right template or template or document when they document when they see it in their CRM see it in their CRM tool.tool.

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When Lead Process When Lead Process Maps are indexed (use Maps are indexed (use letters and numbers) to letters and numbers) to correspondingly correspondingly numbered email numbered email templates, phone scripts templates, phone scripts and word tracks, the and word tracks, the dealership is far more dealership is far more likely to execute the likely to execute the repetitious tasks that repetitious tasks that create customer create customer experiences which experiences which correlate with higher correlate with higher sales closing ratios. The sales closing ratios. The best process maps best process maps break down email and break down email and phone contact processes phone contact processes into separate flows so into separate flows so that they can be that they can be executed by multiple executed by multiple internal or outsourced internal or outsourced resources when scaling resources when scaling up lead volumes and up lead volumes and organization structures.organization structures.SLIDE NOT SHOWNSLIDE NOT SHOWN

IN HANDOUTIN HANDOUTSLIDE NOT SHOWNSLIDE NOT SHOWN

IN HANDOUTIN HANDOUT

25 GM SFE FACILITATORS

Although many car guys will say they believe in the concept of Although many car guys will say they believe in the concept of following up until prospects either buy or die… Large scale lead following up until prospects either buy or die… Large scale lead generation through highly effective marketing practices requires generation through highly effective marketing practices requires that scarce resources be allocated to where they will generate the that scarce resources be allocated to where they will generate the most sales. Outsourcing followup on leads that have reached a most sales. Outsourcing followup on leads that have reached a designated status (dormant) or assigning them to alternate designated status (dormant) or assigning them to alternate resources such as a BDC will allow ISS’s to stay focused on the 50% resources such as a BDC will allow ISS’s to stay focused on the 50% of the leads that buy, and do so within the first 10 daysof the leads that buy, and do so within the first 10 days

Have a defined process for “closing out” unsold leadsHave a defined process for “closing out” unsold leads

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26 GM SFE FACILITATORS

Examples Examples of Proven of Proven SuccessfuSuccessful l Email Email TemplateTemplatess

27 GM SFE FACILITATORS

Using Tables and Grids Makes it Easy for the Customer to See Price QuotesUsing Tables and Grids Makes it Easy for the Customer to See Price Quotes

Deliver what the Customer was Promised by the Web Site!Deliver what the Customer was Promised by the Web Site!

28 GM SFE FACILITATORS

Include direct links to dealership web site content that may interest Include direct links to dealership web site content that may interest customercustomer

Autoresponse validates customer

contact info and seeks corrections

Autoresponse invites customer to visit

CourtesyChev.com by providing direct links to

specific sections of value

3 Phone Numbers! 3 Phone Numbers! (Work/Home/Cell) (Work/Home/Cell) 3 Phone Numbers! 3 Phone Numbers! (Work/Home/Cell) (Work/Home/Cell)

How important are Phone #’s???How important are Phone #’s???How important are Phone #’s???How important are Phone #’s???

Customer response to Courtesy’s AutoresponseCustomer response to Courtesy’s AutoresponseCustomer response to Courtesy’s AutoresponseCustomer response to Courtesy’s Autoresponse

32 GM SFE FACILITATORS

Sold Leads – First Response ExamplesSold Leads – First Response Examples

33 GM SFE FACILITATORS

Sold Leads – First Response ExamplesSold Leads – First Response Examples

34 GM SFE FACILITATORS

Sold Leads – First Response ExamplesSold Leads – First Response Examples

35 GM SFE FACILITATORS

LMP Scoring IndexLMP Scoring Index

Objective Review of Objective Review of Dealership Employee Lead Dealership Employee Lead responses encourages responses encourages consistency and creates a consistency and creates a numeric accountability – numeric accountability – an LMP Report Card for an LMP Report Card for Dealer or GM review…Dealer or GM review…

36 GM SFE FACILITATORS

1.1. Automated Email Reply acknowledging receipt Automated Email Reply acknowledging receipt

– Verify Customer Contact Info & ask for more – Verify Customer Contact Info & ask for more

2.2. Personalized Email Personalized Email within 30 minuteswithin 30 minutes of of business day that provides price quotes on 4 business day that provides price quotes on 4 vehicles and sets stage for a follow-up vehicles and sets stage for a follow-up telephone call within 45 minutestelephone call within 45 minutes

3.3. First Phone Call to customer: verify receipt of First Phone Call to customer: verify receipt of email and schedule a demo/test drive email and schedule a demo/test drive appointmentappointment

4.4. Appointment Confirmation by Email Appointment Confirmation by Email andand TelephoneTelephone

5.5. Instruct customer to check in at reception Instruct customer to check in at reception desk, ASM reviews agenda upon customer desk, ASM reviews agenda upon customer arrival, introduces ISS who sells & delivers the arrival, introduces ISS who sells & delivers the vehicle vehicle

6.6. Follow-up Email that sets the stage for Follow-up Email that sets the stage for referrals and additional business, to be routed referrals and additional business, to be routed to ISS who sold carto ISS who sold car

Lead Management PROCESS 101Lead Management PROCESS 101

37 GM SFE FACILITATORS

Nothing has more impact on results Nothing has more impact on results

than phone contact with the customer!than phone contact with the customer!

Profound KnowledgeProfound KnowledgeProfound KnowledgeProfound Knowledge

38 GM SFE FACILITATORS

1. Verify customer has received the email with price quotes on 4 vehicles. If relevant, obtain customer’s “REAL” email address and schedule a follow-up call after re-sending quotes to new email address (work)

2. Establish what is most important to your customer by following the phone script titled “Internet Price-Quote Follow-up”

3. Set the stage for your Customer’s expectations… Create a buying “Plan” during the conversation

4. Schedule appointment for a vehicle presentation and test drive at dealership or customer’s location

5. Follow-up with email confirmation of appointment

6. Prepare for appointment by locating vehicle(s)and ensuring their availability for demo drive

First Call First Call AfterAfter Sending Personalized Email Sending Personalized Email

Purpose:

New Lead Phone Follow-upNew Lead Phone Follow-up

Telephone ProcessTelephone Process

85% of Web visitors who contact the dealership before coming into the showroom, use the phone Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios

Phone Follow-Up Sales Strategy: Focus on having a set of objectives in front of us, each time we make an email follow-up call Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response

85% of Web visitors who contact the dealership before coming into the showroom, use the phone Direct Phone contact (after responding to an Internet lead by email), has the greatest impact on increasing sales closing ratios

Phone Follow-Up Sales Strategy: Focus on having a set of objectives in front of us, each time we make an email follow-up call Word Track Forms (scripts) are used for training and collecting customer information during each call that is made immediately after sending personalized email response

40 GM SFE FACILITATORS

Sales Closing Ratios Key Improvement Action Items

Dealer LMP AuditsSurvey customers who didn’t purchaseSurvey customers who did purchaseReview Lead Management Tool for a sampling of previous responses Score first personal response using LMP Optimization Scoring ModelMystery shop each dealership enrolled in SFE

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41 GM SFE FACILITATORS

… The Bottom Line

1. Customer has spent up to 6 hours in researching a vehicle online before sending us a lead

2. Selected your dealership as their 1st choice dealer3. Requested a price quote on a vehicle

They are much likely to buy from your store if you…1. Respond quickly (now) – without “fluff and puff”2. Confirm vehicle availability – with alternatives 3. Provide a fair price quote – multiple vehicles4. Contact them by phone – verify receipt of email*

*40% of dealer emails are blocked by various spam filters

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